Case Study: FOSE and GovSec, U.S. Law: PR Excellence and Market Knowledge Drive Success

The Market Challenge
FOSE has been the “must attend” government IT tradeshow in the market for over three decades – a success driven by tailoring its exhibition offerings to the mission-critical needs of its government attendees.  As the number of government events in the market has increased, FOSE has evolved to include conference programming, reflecting the market’s need for educational offerings.  1105 also recognized an opportunity to provide information to a targeted component of the market and co-located the GovSec, U.S. Law Conference and Exhibition with FOSE, providing the security and law enforcement community a venue to learn about the issues and IT innovations in these arenas. 

Developing shows that deliver exceptional conference programming and leading edge technology exhibitions is only part of the equation for success.  To be successful, 1105 needed sustained, strategic communications planning and public relations activities to educate target attendees about the shows, drive attendance, and increase awareness of FOSE and GovSec, U.S. Law in the market.

Speaking the Language of Government – the CWI Difference
CWI developed a comprehensive public relations program for FOSE and GovSec, U.S. Law that included strategic planning and management; on-going public relations/media support; exhibitor/sponsor press relations; on-site management; and post-event support.  Combining public relations expertise with substantive knowledge of government IT market drivers, CWI worked with 1105 to develop key messages and implement a disciplined project timeline designed to create pre-show awareness and inform the target market about program highlights.  As part of this on-going, sustained effort, CWI:

• Developed a targeted press list
• Developed and distributed press releases promoting show topics, speakers, and program highlights
• Created briefing materials including backgrounders, fact sheets, and a FOSE and GovSec, U.S. Law press kit
• Pitched timely news stories
• Worked with exhibitors and sponsors to identify newsworthy, pre-show stories and facilitated media relations

CWI facilitated media relations on-site at the shows by managing the press room, press registration area, and press interview room; scheduling press interviews; developing and distributing on-site releases; and producing a press event calendar.

CWI is in its third year supporting FOSE and second year supporting the co-located GovSec, U.S. Law.

Key Results
By all accounts, the 2009 FOSE and GovSec, U.S. Law shows were a tremendous success.  CWI’s public relations planning and outreach activities helped to increase the events’ visibility in the government market and increase attendance.  Key results included:

• 13 percent increase in FOSE attendance
• 28 percent increase in GovSec, U.S. Law attendance
• Developed and distributed 20 press releases to promote the shows
• Had close to 150 press representatives attend
• Received coverage from major print, online, and broadcast media at national, local, and trade organizations.  A sample list includes ABC News, ABCNews.com, C-SPAN, ChannelWeb, Cloud Computing Journal, Computerworld, CNN.com, DorobekInsider.com, Federal Computer Week, Federal News Radio, Government Executive, Government Computer News, Government Security News, InformationWeek, LawOfficer.com, Network World, News Channel 8, NextGov, New York Times, Potomac Tech Wire, Reuters, Security Products, SIGNAL, Tech Bisnow, USA Today, Washington Business Journal, Washington Examiner, Washington Post, Washington Technology, Washington Times, WTOP, and Yahoo! Finance

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